Background
Founded by curly hair specialist Elizabeth Mariano, Let It Curl is a boutique salon in the Dominican Republic dedicated to celebrating natural curls and empowering clients to embrace their authentic, textured hair.
Founded by curly hair specialist Elizabeth Mariano, Let It Curl is a boutique salon in the Dominican Republic dedicated to celebrating and caring for natural curls. Elizabeth built her practice around helping clients understand their own texture, embrace their natural hair, and walk out feeling confident in who they are.
Challenge
As a new business in a competitive beauty market, Elizabeth needed a full brand identity, not just a logo. The goal was a system that instantly communicated her curl care expertise while radiating warmth and modern elegance.
As a brand-new business entering a competitive beauty market, Elizabeth needed more than a logo. She needed a complete brand identity system that could carry her across every touchpoint: signage, business cards, stationery, and social media. The system had to instantly communicate her expertise in curl care while radiating the warmth and modern elegance that defines her client experience.
Solution
The final logo features dynamic flowing linework that captures the volume and bounce of natural curls, paired with a clean typeface for a professional, welcoming feel, giving Let It Curl a confident identity to launch with.
The final logo features dynamic, flowing linework designed to capture the volume and bounce of natural curls. Paired with a clean, refined typeface, the mark strikes the balance between professional and welcoming. The full identity system extends through a coordinated color palette, business cards, and branded stationery, giving Let It Curl everything it needed to launch with confidence.
